• Adweek, Tuesday, April 28, 2009 11 AM

Lauren Luke, a woman from Newcastle, Great Britain, who rose to YouTube fame through a series of how-to videos for applying makeup, now has a line of cosmetics in partnership with independent ad agency Anomaly and manufacturer Zorbit, Brian Morrissey reports. Anomaly has also brokered a book deal for Luke and is negotiating a broadcast TV deal. The line is available at http://www.laurenluke.co.uk/tag/cosmetics, and Anomaly is talking with retailers to get it stocked in stores.

Anomaly partner Duncan Bird came across Luke's videos while researching YouTube for a client in the beauty industry. A plain-looking woman, Luke seems to be the antithesis of the models and stars who dominate the industry. But her videos, shot from her bedroom, have been incredibly popular.

"What's she's done is just connected with people in an amazing way without the use of conventional media," Bird says. "She's done it bedroom to bedroom." Anomaly hopes to build a brand around Luke as it has with celebrity chef Eric Ripert.

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